Soft Drinks Company strengthens team

Sheffield-based The Soft Drinks Company (TSDC) has bolstered its management team and sales capability by welcoming senior leadership and the full sales and telesales teams from SOS Wholesale.

Vipin Patara has been appointed managing director, bringing over 30 years of experience in the UK food and grocery wholesale sector, including more than a decade leading SOS Wholesale. 

She joins TSDC having served as a director since 2023.

Vipin said: “What matters most to me is making sure our valued customers continue to receive improved levels of service and care without disruption. 

“The stability, capital strength and platform we have at TSDC mean we can not only maintain continuity but also grow with our customers and suppliers in the years ahead.”

Every member of the SOS Wholesale sales and telesales teams has also joined TSDC, ensuring customers continue to be supported by familiar, experienced professionals.

The strengthened team enhances TSDC’s position as a dynamic, debt-free wholesaler, with revenues expected to grow to £40 million, providing a solid platform for operational resilience, uninterrupted service and expanded offerings across the UK food and grocery sector.

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